Ever have someone tell you to just trust them.  Just trust me, I know what I'm talking about. My internal crap detector goes off anytime someone says "just trust me."

What does it take to generate trust?  Can you just expect people to believe everything you say, or does it take much more?

I'm far more willing to place my trust in someone I know than I am someone I've just met.  That's why so many celebrities get the nod to endorse products than say the average guy.  Celebrities bring instant credibility and believability.  However,  your mom probably has a better believability factor than most celebrities; her network - family, friends, neighbors - tend to see her as someone they can trust.  Her opinion carries weight.

Overall, consumers still trust other consumers over any other factor.  A Nielson Survey in Oct. 2007 found overwhelmingly that "78% of respondents said they trusted - either completely or somewhat – the recommendation of other consumers."

On a practical note, I avoided seeing the movie Michael Clayton because three people I know hated it.  My best friend told me he loved it, and I changed my decision and went to see the movie.  You see we're also prone to further believe those people whom we have a placed an even greater amount of trust in.  If Dad had said he hated the film, I might never have seen it!

Trust isn't something you just bring to the table.  Trust must be earned.